For some reason, steroids has crept into our reporting lately.
Maybe that's why IBM’s Tealeaf cxLifecycle analytics reminds us of analytics on steroids. IBM seems to be bill it that way, anyway.
Traditional web analytics? Just static numbers, they told us.
IBM said it enhances the analytics experience for enterprises with quantitative, qualitative and behavioral analytics within the IBM Tealeaf cxLifecycle, a new SaaS-based IBM Tealeaf component available to customers of Tealeaf 9.0.
Ken Bisconti, business leader for IBM's Tealeaf customer experience management solutions, is enthusiastic. He told CMSWire the analytics IBM offers are better than traditional metrics provided by Google and Adobe. "We have the ability to track the same customer across multiple interactions," said Bisconti.
Forrester happens to think they’re ALL great.
What cxLifecycle Offers
Big Blue debuted last month its new IBM ExperienceOne at its SmarterCommerce Global Summit 2014 in Tampa, Fla. It replaces the Enterprise Marketing Management (EMM) Suite brand.
The new integrated portfolio of cloud-based and on premise offerings in ExperienceOne combines more than $3 billion of investments on organic development and acquisitions such as Sterling Commerce, Tealeaf, Coremetrics, Unica, DemandTec, Xtify and most recently Silverpop.
Enter cxLifecycle, which IBM says provides marketing teams with advanced customer analytics and insights by offering new advanced analytical capabilities:
- Lifecycle Analytics: Connects the dots between configurable conversion events (macro or micro) and the marketing campaigns, channels, or products that drove them, as well as associated sales and frequency of visits, all in a single, simple and expendable report
- Ad-hoc Analytics: Allows users to perform ad-hoc analysis on both their successful and unsuccessful customer sessions captured by Tealeaf
- Conversion Analytics: Users can leverage cxLifecycle to quantify the business impact of conversion events, stitching the customer sessions into one customer experience
IBM also introduced the integration of Tealeaf and Digital Analytics, allowing users to send a segment of visitor sessions to Digital Analytics for drill-down analysis in modules like Explore or Lifecycle.
Why It’s Unique
Bisconti told CMSWire that IBM’s analytics break down silos in analytics.
IBM’s analytics platform can replay customer journeys through multiple platforms to see what’s working and what’s not. Analysis can reveal, for instance, if a high number of prospects abandoned a page when they flipped to a horizontal mobile view. Or maybe they took too long to fill out a web form.
“We can show the actual customer journey and look for struggle patterns,” Bisconti told CMSWire.
The analytics solutions also avoids tedious tagging of pages in order to deliver more analysis.
“What’s very unique,” Bisconti added, “is our ability to marry traditional web reporting with customer behavioral or customer experience analysis.”
Nate Smith, marketing manager for Adobe Analytics, told CMSWire customer analytics is more than having insights to a single web session by a consumer.
"Adobe’s customer analytics," he told CMSWire, "captures all the interactions a consumer has with a brand, across web, social media, mobile apps, in-store, etc., to enrich the customer profile." This makes, he added, comprehensive insights available to all teams in an organization so they can take action across their various marketing channels: social, mobile, advertising, etc.
Marketing analytics, Smith added, is more than web analytics, customer analytics, digital analytics or predictive analytics.
"It encompasses all of these," Smith said. "Marketers can’t execute successful campaigns, advertising, personalization, etc., without a solid foundation in marketing analytics. Most marketers are guessing on the right experiences to provide to their customers based on historical information. Once you define your audiences, you need to eliminate the guesswork with precise, predictive marketing capabilities."
Only Adobe, Smith said, provides the full breadth of marketing analytics and a collaborative medium (i.e., Adobe Marketing Cloud) to surface all of the insights needed to optimize integrated marketing efforts.
"Not only does Adobe provide marketing analytics, we democratize the insights so marketers and their teams can take action," Smith said. "Making powerful marketing analytics simple and available to the masses is what will move an organization forward."
Google did not return CMSWire's request for comment.
What Makes Industry Tick?
IBM boasted about its predictive analytics capabilities, which Forrester cited as key. Web analytics providers that offer predictive analytics, support for mobile applications, reach of partner programs and the ability to support customer implementation rank among the best, according to Forrester Research.
Adobe, AT Internet, IBM and Webtrends lead the pack with strong web analytics offerings and strategies for the enterprise, according to the Forrester Wave for web analytics.
Google is a “strong performer” that offers a premium product that’s gaining support for easy-to-use features. SAS Institute is a “contender,” offering a customer-intelligence-based alternative.
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